Campaign details

Executive summary

Skateboarding shoe and clothing brand Vans needed to reach out to the entire consumer base beyond skaters. The brand was famous, but misunderstood. Nobody really knew what it stood for and who it represented.

We recognised that greater connection with the audience would result in those considering the brand converting into long-term brand fans. This would create sustainable growth for Vans.

We built a target audience that embodied the new consumer: passionate; fickle; active. This audience we called the "Expressive Creators". Vice was the clear partner to work with due to its close affiliation to our audience's passions.